MANGO: Fast Fashion Also Needs Originality.

In Beijing, the autumn sun is still cool, and the sun is still very heavy at noon. The reporter arrived more than half an hour ahead of the appointed time to the flagship store in MANGO's New Oriental world in Beijing, where relaxed music was playing, and the clerk was greeting the customers. DavidSanchoGrau, a vice president of MANGO International Development Department, was interviewed by a Spanish media in a temporary area opened in the store.

Far away, DavidSanchoGrau is very young, and the same is true. Born in Barcelona in 1976, he was born in law. He joined MANGO group as a lawyer in 2004. He served as director of group law and director of real estate management. He accumulated rich experience as a group leader. In 2011, he became a member of the Executive Committee of the MANGO group and was appointed Vice President of MANGO International Development Department, which is responsible for the development of Greater China.

MANGO is famous in Spain. Latest fashion The company has more than 1700 branches in 100 countries around the world. As early as 2002, MANGO opened the first women's wear shop in China and was one of the western fashion brands who entered the Chinese market earlier. But before 2008, the expansion and pace of MANGO were relatively prudent. Until 2008, with the Olympic Games held in Beijing, many international brand They are optimistic about the Chinese market with huge consumption potential, and MANGO has been in the wind and accelerated in China. market And to try to consolidate its business in China.

About MANGO brand --

Stick to original fast selling brand

Reporter: MANGO, like H&M, TOPSHOP and ZARA, are all the famous FastFashion brands in the world. So how do you think about the concept of "FastFashion"?

DavidSanchoGrau: as the name implies, "FastFashion" means fast fashion, fashion or fashion. Maybe "FastFashion" has a new series for other brands in two or three weeks. But we still carry out product planning in advance according to the season, and carry out the planning of the main products. In the process, we will adjust the product development rapidly and develop small series according to the market situation and new inspiration information.

Reporter: is this MANGO's advantage over other similar brands?

DavidSanchoGrau: it should be said to be one of the advantages. MANGO has a very clear idea, that is, its unique design, excellent workmanship and unified and consistent brand image. We have analyzed, adapted and applied the daily wear demand of modern urban women in all the world's MANGO stores, which is one of the keys to our business success and international reputation.

Interviewer: do you think there is a difference between the preferences of Spanish women and Chinese women?

DavidSanchoGrau: Yes, and obviously, Spanish women are relatively conservative. They prefer a darker color. Chinese women are more open and can accept some daring colors.

Reporter: so, the fashion that MANGO sells in China is to make some adjustments to this difference, right?

DavidSanchoGrau: Yes, MANGO has a series of different customer groups around the world, including formal wear, leisure and denim, which are suitable for all occasions of women. We hope to make consumers more attractive and attractive through internationalized design.

Interviewer: what do you think is the greatest wealth of MANGO?

DavidSanchoGrau: of course, talent. MANGO has always insisted on original design and has its own design team. The team has 1850 people, a group of passionate, well-trained, average age of 30 years old, 80% of whom are female employees. They work in MANGO design center HangarDesignCenter and Palau-Solit iPlegamans in Barcelona headquarters.

They are a large family, and everyone of them is very approachable. All employees, including the founders, do not mention the word "command" in Spanish. Their teamwork and learning atmosphere are very good. Their goal is also very clear. That is to maintain their MANGO style in design and style, so as to suit the needs of women.

Reporter: apart from originality and talent, what is unique about MANGO?

DavidSanchoGrau: we have a dynamic distribution center in ParetsdelVall s, Barcelona. The center has not been working for a long time. It has a 24000 square meter area for storing folded garment, as well as goods previously managed by headquarters, and headquarters will gradually become a place for hanging garments. In the dynamic distribution center, all processes are fully automated, such as loading, warehousing, billing, shipping, etc. As a result, the work of the staff has been reduced and improved. The efficiency of the dynamic distribution center is 5 times -7 times that of its peers, so it has become the leader in the industry.

The storage center has MANGO logistics system (SLM) based on speed, information and technology. Its purpose is to ensure that the clothing needed by each branch can be obtained through the circulation of goods and sales forecasts in a timely manner. The production and distribution of clothing 90 million every year, no matter in quantity or variety, ensures that goods can keep up with market demand and constantly update.

About China's plan --

700 stores opened in China in three years

Reporter: in China, is MANGO currently adopting the way of agents plus direct battalion?

DavidSanchoGrau: Yes, MANGO has been taking part in the Chinese market for several years. In recent years, the boss of the company has seen that China's development is very good, especially in the retail industry, so it has been doing direct stores since 2008, and now two kinds of products are being done. We have made 22 outlets, mainly in Beijing, Shenzhen, Shanghai, Guangzhou and other tier cities, as well as Shenyang and other second-tier cities. In the three or four tier cities, we still use franchises because we feel that franchisees in these cities have their own resources in the locality, making it easier to make profits.

Reporter: will there be any conflict between the two ways?

DavidSanchoGrau: No, these two forms are unified store image and price. For the three or four line city franchisee, the company will have regional managers to manage franchisees' stores. The combination of these two forms will make MANGO go farther and make sales easier.

Reporter: are there any special considerations in this Beijing show?

DavidSanchoGrau: we held a show in Shanghai in March. After Shanghai, the second show should be chosen in Beijing, because Beijing is also an important market for us. In the selection of the show, we like to bring some art. Before that, we chose an art gallery in Paris. This time we chose the Chinese art gallery in Beijing.

Reporter: cooperation with designer is one of the killer brands of many fast selling brands. Will MANGO cooperate with designer?

DavidSanchoGrau: anytime. This cooperation MANGO has been launched in other countries, but it has not yet touched on the Chinese market, but it has been in the MANGO plan.

Reporter: can you tell us about the plan of MANGO in China in recent years?

DavidSanchoGrau: Oh, this is a big, big, big plan... China is one of the most important development markets of MANGO in the world. Now there are 150 stores. We plan to open to 200 at the end of the year, and 150 more next year. We hope to open 700 stores in China in three years, so that more consumers will get to know and understand MANGO.

Reporter: do you think there will be any difficulties in the implementation of this plan?

DavidSanchoGrau:MANGO has been in China for 9 years, and has a better understanding of the Chinese market. Although we walked a little bit slower before 2008, it took us less than three years from 60 stores in 2008 to 150 now, and now MANGO has specialized operation teams, logistics centers and functional departments in China. So I think the goal we just talked about should be no problem.